Executive Summary

Mar 2019
PROSPECTS
Demand from corporate organisations and institutions supports growth

Air care products are heavily used in most corporate offices and are mainly bought directly from distributors due to the mass quantities needed. Therefore, such customers account for a large share of overall air care sales, with the policy of establishing government offices throughout the country, rather than only in the capital, also helping to boost sales.

Gel air fresheners expected to lead growth

Gel air fresheners is set to remain one of the most vibrant air freshener areas over the forecast period. Rising population levels and product availability and affordability are all set to promote value and volume growth in gel air fresheners.

Retail modernisation and urbanisation expected to support growth

New product development and a wide array of products for consumers to select from are among the key factors that can be attributed to growth within air fresheners in Kenya. Additionally, product prices remained generally stable throughout 2018 as manufacturers competed for value share through price positioning.

COMPETITIVE LANDSCAPE
International brands dominate air care

International brands continue to lead sales in air care through local subsidiaries. Reckitt Benckiser leads sales in the area due to its strong brand heritage and long-term presence in the country, as well as high levels of consumer awareness as a result of robust marketing campaigns.

Local brands increase sales share through marketing and innovation

Local company Tropikal Brands (Afrika) ranked third in air care in 2018 due to the popularity of its flagship Tropikal brand. A heightened marketing campaign featuring television adverts, increased product availability, brand presence in modern retail outlets and affordable pricing are the main factors behind this share growth.

Product pricing and packaging differentiates premium and mass brands

Price and packaging remain the main differentiators between premium and mass brands in Kenya. Premium brands are highly priced and packaged in sleek aerosol cans, while economy packs are packed in PET bottles with sprays at a relatively lower price.

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Air Care in Kenya

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Overview

Discover the latest market trends and uncover sources of future market growth for the Air Care industry in Kenya with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Air Care industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.

The Air Care in Kenya market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Air Care in Kenya?
  • What are the major brands in Kenya?
  • How do plug-in electric air fresheners perform compared to the battery-operated ones?
  • What is the most dynamic air care category?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Air Care in Kenya - Category analysis

HEADLINES

PROSPECTS

Demand from corporate organisations and institutions supports growth
Gel air fresheners expected to lead growth
Retail modernisation and urbanisation expected to support growth

COMPETITIVE LANDSCAPE

International brands dominate air care
Local brands increase sales share through marketing and innovation
Product pricing and packaging differentiates premium and mass brands

CATEGORY DATA

Table 1 Sales of Air Care by Category: Value 2013-2018
Table 2 Sales of Air Care by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Air Care: % Value 2014-2018
Table 4 LBN Brand Shares of Air Care: % Value 2015-2018
Table 5 Forecast Sales of Air Care by Category: Value 2018-2023
Table 6 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Home Care in Kenya - Industry Overview

EXECUTIVE SUMMARY

Home care sales continue rising
Strong advertising boosts sales in 2018
Multinational brands continue to lead sales
Modern retailers continue to lead distribution
Further growth expected over forecast period

MARKET INDICATORS

Table 7 Households 2013-2018

MARKET DATA

Table 8 Sales of Home Care by Category: Value 2013-2018
Table 9 Sales of Home Care by Category: % Value Growth 2013-2018
Table 10 NBO Company Shares of Home Care: % Value 2014-2018
Table 11 LBN Brand Shares of Home Care: % Value 2015-2018
Table 12 Distribution of Home Care by Format: % Value 2013-2018
Table 13 Distribution of Home Care by Format and Category: % Value 2018
Table 14 Forecast Sales of Home Care by Category: Value 2018-2023
Table 15 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources